How to Use Social Media for Your Campaign
In the fast-paced world of social media, staying ahead of trends is crucial for the success of any communications strategy. Whether you’re running a candidate campaign, a PAC, a political party, or a nonprofit, social media can be a low cost-high impact way to engage with your supporters, donors, and voters.
This blog post explores three key strategies and tips to maximize your impact on Facebook, X (Twitter), and Instagram, ensuring that your content resonates with diverse audiences across these platforms.
1) Know your audience and meet them where they are
Who are you trying to talk to? Figuring that out is the first step in any communications strategy, and digital is no exception. Each major social media platform caters to a distinct audience, requiring tailored content to get the most out of engagement.
Facebook:
Facebook thrives on emotional engagement, so talk about your values and personal experience. Utilize videos, especially through FB Live, to capture attention. Captioning enhances accessibility. Hashtags are back on this platform, so experiment with those to increase discoverability.
X:
X, the platform formerly known as Twitter, while going through a downturn after the Musk takeover, still has an audience of around 21% of US adults, and daily usage by frequent users hasn’t statistically dropped. It’s a hub for breaking news, demanding quick and concise content. Authenticity is key, and pre-written content should feel organic. Effective use of hashtags, and leveraging of GIFs and memes are crucial to visibility.
Instagram:
Instagram is a visual platform and accounts thrive from showcasing creativity. Users love travel, food, and fashion — but politics and social issues are growing in popularity. Users want to be inspired. Smart use of Instagram Live and Reels should amplify authentic, grassroots videos that showcase personality and the human side of politics. Instagram’s stories feature serve as a retweet equivalent, sharing both original and curated content, and engaging with other creators and issues.
2) Embrace change to stay relevant
A proactive and informed approach is essential to keep up with constant changes in algorithms, policies, and user preferences.
The foundation of a successful social media campaign lies in understanding the ever-evolving landscape. Regularly updating yourself on algorithm changes, policy updates, and trending topics is time-consuming, but necessary. Staying active on platforms through personal engagement, hiring a social media manager, or enlisting a dedicated volunteer will keep you in the loop on trends and changes.
3) Keep it accessible
Creating content that is accessible to all users, including those with disabilities, is key for an inclusive and far-reaching digital campaign. According to the US Election Assistance Commission, 17.7 million Americans with disabilities voted in 2020. Use Alt Text for images to reach those with visual impairments or using screen readers. Ensure your videos include captions to make content accessible to hard-of-hearing and deaf individuals (and the 85% of users who scroll their social media with the sound off). Design graphics with high contrast and readable text to accommodate users in dark mode or with visual impairments.
Understanding your audience, tailoring content, and prioritizing accessibility are must-dos to successfully promote your campaign or cause on Facebook, X, and Instagram. Social media is a powerful tool for name recognition, fundraising, and connecting with voters. Stay informed, stay engaged, and make your social media presence count.
This blog was written by the Evinco Strategies Digital Department, led by Vice President Susannah Bankhead. For more on social media and digital best practices, schedule a free one-on-one with Evinco today: Book a call now.